Condé Nast’s Vanity Fair France premiered in Paris today, trying to scoop up a piece of the dwindling fashion media magazine pie on French newsstands. Currently Elle and Paris Match dominate the shrinking sector. Putting Scarlett Johansson on the cover, lensed by Mark Seliger with styling by Deborah Afshani, Vanity Fair France becomes one of more than 3,500 titles in circulation. The French are the biggest magazine readers in the world, writes WSJ.
A good cover raises sales by 20 percent, while a bad cover sinks them by 20 percent, says Xavier Romatet, the head of Condé Nast France.. Johansson is cast as the cover girl for the ‘American in Paris’ cover story.